@weburnthesky
Delivering Connected
Experiences
Mobile Retail Summit
Rob Thurner
5th June 2014
@weburnthesky
Who we are
Burn The Sky is a mobile
communications agency
We focus on creating better
connected customer
exp...
@weburnthesky
»  Dare
digital brand	
  communica/ons,	
  pla3orms	
  and	
  publishing	
  
»  Elvis	
  
customer	
  experi...
@weburnthesky
Group clients
@weburnthesky
Opportunity - Door to Store
At
Home
Out &
About
In
Store
Mainly WiFi
Connect app to TV via audio
watermarkin...
@weburnthesky
LAN	
  
Experience Planning Process
@weburnthesky
Mobile personas
John Lewis segmentation
Rely	
  on	
  mainstream	
  brands	
  to	
  
reassure	
  on	
  perfo...
@weburnthesky
Loca/on	
   Screen	
  size	
  
Handset	
  
capabili/es	
  
Connec/vity	
  
Goals/Task	
  
in	
  mind	
  
Ava...
@weburnthesky
Don’t forget the obvious … SMS
90%	
  of	
  all	
  
incoming	
  
SMS	
  read	
  
within	
  3	
  
minutes	
  
@weburnthesky
Mobile Retail Pioneers
Single	
  Product	
  
Domino’s	
  Pizza	
  
Starbucks	
  
Ease	
  of	
  interface	
  ...
@weburnthesky
•  $18 billion has been loaded on loyalty
card to date
•  14% of all transactions are via mobile in
the US
S...
@weburnthesky
Super Retail Pioneers
Single	
  Product	
  
Domino’s	
  Pizza	
  
Starbucks	
  
Ease	
  of	
  interface	
  
...
@weburnthesky
Amazon one-click purchase app
- ease, convenience, personalisation
@weburnthesky
eBay – responsive site, multiple apps
@weburnthesky
Mobile Retail Pioneers
Single	
  Product	
  
Domino’s	
  Pizza	
  
Starbucks	
  
Ease	
  of	
  interface	
  ...
@weburnthesky
Customer journeys – more complex
@weburnthesky
Your mobile customer journey
In	
  Store	
  Behaviour	
  
22%	
  
12%	
  
7%	
  
2%	
  
1%	
  
Role	
  of	
 ...
@weburnthesky
Westfield app – customer first
@weburnthesky
Westfield app – customer first
@weburnthesky
Connected Solutions
Cellular
WiFi
iBeacon
NFC &
QR
Codes
@weburnthesky
QR Codes: Adoption levels?
@weburnthesky
iBeacon – think UX!
@weburnthesky
EAT - Weve ‘Pouch’
@weburnthesky
In-store WiFi
•  60% of supermarket, dept store & high street shoppers try
to access internet in-store
•  On...
@weburnthesky
In-store WiFi - pays dividends
Source: Arquiva - Wireless Nation
@weburnthesky
Performance optimisation - Amazon
Source: 10 key decisions for mCommerce success
@weburnthesky
Use location, preferences,
and purchasing history to
segment audiences
Delight users with highly
contextual ...
@weburnthesky
Macy’s - Segment-based app push
Use	
  exis/ng	
  content	
   Enable	
  customers	
  to	
  add	
  
offers	
  ...
@weburnthesky
In-­‐home	
  -­‐	
  Connected	
  TV	
  app	
  
@weburnthesky
Take outs
Ø  Fine tune mobile personas
Ø  Make it easy, convenient, personalised
Ø  Test, measure, analys...
@weburnthesky
Rob Thurner
Managing Partner
E : rob@burnthesky.com
M : +44 (0)7793 804419
W : burnthesky.com
@ : weburnthes...
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Burn the sky mobile retail summit - share

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Presentation given to #mRetailSummit on delivering connected experiences for onmichannel shoppers across multiple screens. Includes dual screening, in-store, WiFi, iBeacons, mobile commerce, mobile CRM.

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Burn the sky mobile retail summit - share

  1. 1. @weburnthesky Delivering Connected Experiences Mobile Retail Summit Rob Thurner 5th June 2014
  2. 2. @weburnthesky Who we are Burn The Sky is a mobile communications agency We focus on creating better connected customer experiences across all connected screens. Strategy Design & Build Distribution Data
  3. 3. @weburnthesky »  Dare digital brand  communica/ons,  pla3orms  and  publishing   »  Elvis   customer  experience,  digital  and  direct   »  Citizen PR,  social  and  experien/al   »  Identica   branding  and  design   »  Burn the Sky   engaging  consumers  through  any  connected  screen Digital agency group
  4. 4. @weburnthesky Group clients
  5. 5. @weburnthesky Opportunity - Door to Store At Home Out & About In Store Mainly WiFi Connect app to TV via audio watermarking Connect strategy with light/ non-linear TV viewers Contract & WiFi hotspots Reminder during points of consideration Geo-targeting Mainly contract Inspiration and function (e.g. NFC & iBeacons) Extend advertising into the last 5 metres
  6. 6. @weburnthesky LAN   Experience Planning Process
  7. 7. @weburnthesky Mobile personas John Lewis segmentation Rely  on  mainstream  brands  to   reassure  on  performance  and   quality   Brand Lovers Crave  the  right  brands  and  value   newness  and  unique  products   that  inspire   Time-Short Urbanites Value  their  long  standing  rou/nes   and  invest  in  products  that  will   last     Routine Loyalists Love  searching  for  the  best  deals   and  see  shopping  as  a  fun  ac/vity   Deal Seekers Func/onal  in  outlook  and   scep/cal  about  what  addi/onal   value  brands  can  deliver   Function Followers On  a  strict  budget  and  will  trade   down  in  quality  for  the  lowest   price   Household Budgeters
  8. 8. @weburnthesky Loca/on   Screen  size   Handset   capabili/es   Connec/vity   Goals/Task   in  mind   Available   /me   Some steps to consider – Think about the user’s:
  9. 9. @weburnthesky Don’t forget the obvious … SMS 90%  of  all   incoming   SMS  read   within  3   minutes  
  10. 10. @weburnthesky Mobile Retail Pioneers Single  Product   Domino’s  Pizza   Starbucks   Ease  of  interface     Simple  menu     Menu     Payment     Checkout  
  11. 11. @weburnthesky •  $18 billion has been loaded on loyalty card to date •  14% of all transactions are via mobile in the US Starbucks Rewards program - ease, convenience, personalisation
  12. 12. @weburnthesky Super Retail Pioneers Single  Product   Domino’s  Pizza   Starbucks   Ease  of  interface     Simple  menu     Menu     Payment     Checkout   Digital  Na/ve   Amazon   eBay   Kayak   Low  cost  of  entry     Own  the  whole  journey     Personalisa/on     Constant  retarge/ng     Data-­‐centric  
  13. 13. @weburnthesky Amazon one-click purchase app - ease, convenience, personalisation
  14. 14. @weburnthesky eBay – responsive site, multiple apps
  15. 15. @weburnthesky Mobile Retail Pioneers Single  Product   Domino’s  Pizza   Starbucks   Ease  of  interface     Simple  menu     Menu     Payment     Checkout   Digital  Na/ve   Amazon   eBay   Kayak   Low  cost  of  entry     Own  the  whole  journey     Personalisa/on     Constant  retargeUng     Data-­‐centric   Mul/  Channel   John  Lewis   Marks  &  Spencer   B  &  Q   Relevance  at  every  part  of   the  customer  journey     Exceeding  expecta/ons     Deep  linking  all  ac/vity     Segmen/ng  customers  
  16. 16. @weburnthesky Customer journeys – more complex
  17. 17. @weburnthesky Your mobile customer journey In  Store  Behaviour   22%   12%   7%   2%   1%   Role  of  mobile   FRIDAY   Mobile  Research   SATURDAY   Visit  Store   MONDAY   Mobile  Purchase  
  18. 18. @weburnthesky Westfield app – customer first
  19. 19. @weburnthesky Westfield app – customer first
  20. 20. @weburnthesky Connected Solutions Cellular WiFi iBeacon NFC & QR Codes
  21. 21. @weburnthesky QR Codes: Adoption levels?
  22. 22. @weburnthesky iBeacon – think UX!
  23. 23. @weburnthesky EAT - Weve ‘Pouch’
  24. 24. @weburnthesky In-store WiFi •  60% of supermarket, dept store & high street shoppers try to access internet in-store •  Only 14% of top 50 UK retailers provide in-store WiFi Source: IAB UK
  25. 25. @weburnthesky In-store WiFi - pays dividends Source: Arquiva - Wireless Nation
  26. 26. @weburnthesky Performance optimisation - Amazon Source: 10 key decisions for mCommerce success
  27. 27. @weburnthesky Use location, preferences, and purchasing history to segment audiences Delight users with highly contextual messages The Burberry Store Opening Event is today in the Macy's Herald Square Store!" Macy’s! Encourage in-store visits       Burberry - Location–based app push Source:  Urban  Airship  
  28. 28. @weburnthesky Macy’s - Segment-based app push Use  exis/ng  content   Enable  customers  to  add   offers  to  Passbook   Make  offers  more  ac/onable   Source:  Urban  Airship  
  29. 29. @weburnthesky In-­‐home  -­‐  Connected  TV  app  
  30. 30. @weburnthesky Take outs Ø  Fine tune mobile personas Ø  Make it easy, convenient, personalised Ø  Test, measure, analyse, learn, adapt Ø  Create better connected customer experiences
  31. 31. @weburnthesky Rob Thurner Managing Partner E : rob@burnthesky.com M : +44 (0)7793 804419 W : burnthesky.com @ : weburnthesky Thank you  

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